Portrayal of Pakistan in Bollywood Movies: Examining Effects on the Pakistani Viewers

Abstract

Indian films are very popular among the general public of Pakistan. These films are considered
as a main source of entertainment in Pakistan. There is a long history of conflicts between India
and Pakistan that is why Pakistan is negatively portrayed in Indian films. The focus of this study
is on the effects of this negative portrayal of Pakistan in Indian films on Pakistani viewers. This
study also focuses on the reaction of Pakistani viewers after watching negative portrayal of
Pakistan in Indian films. In this study a questionnaire was presented to 540 respondents to
survey. Findings of the study revealed that Pakistani viewers significantly think that Indian films
portray Pakistan in a negative way. Further, it was analyzed that after watching such portrayal
negative emotion of hate, anger and fear arouse among them. It also became clear that opinion of
the viewers about any issue regarding conflict between India and Pakistan, are not intend to
influence negatively and does not make them pro-India after watching this negative portrayal.
Some suggestions are also discussed at the end of the research.